Nickelodeon goes back to the well, which is to say the ’90s, when “The Splat” block launches tonight.
Billed as a nightly “multiscreen content destination,” Nickelodeon’s nostalgic programming block resuscitates classic cartoon series like The Ren & Stimpy Show, Rugrats, and Hey Arnold! for a generation plugged not just into television, but also the Internet and social media. Nickelodeon’s time-warp down memory lane is going so far as to air original promos, interstitials, and programming stunts, and even replicate schedules as they aired in the ’90s.
Screening for eight hours nightly from 10pm to 6am on TeenNick, the Splat also includes a dedicated website and social media outreach built with fandom new and old in mind. The last time these shows aired, memes, emojis, GIFs and social-media marketing were barely dreams in the entertainment industry’s brain. Today, there is simply no good financial or technological reason for Nickelodeon to refuse to give old-school fans what they really want, especially when they can tap that energized base to create an entirely new generation of followers who weren’t even alive when the shows first aired.